Kiwi brand milks the Aussie market
When the New Zealand-based mother of two was pregnant with her first child in 2004, she was dismayed to find nothing but "brown" maternity lingerie on sale.
Now, three years on, the fashion entrepreneur is gearing up for the Australian launch of her own highly successful (and colourful) maternity line, Hotmilk. Launched into the New Zealand market early last year, Ebbing said the brand was inspired by the need to provide "sexy, beautiful and daring" lingerie for pregnant women.
Currently boasting 50 stockists in New Zealand, the brand is aiming for an additional 100 in Australia this year.
"On a business level, Australia is the perfect next step for us," Ebbing said. "Australia, like New Zealand are taking great leaps internationally with fashion so it's exciting to be part of it."
Launching at the Fashion Exposed & Preview trade fair in March, Hotmilk is looking to secure boutique lingerie stores, maternity-wear stores and select, smaller department stores.
Retailing from $24.95 for underwear to $59.95 for bras, the range is split into four styles - sexy, pretty, modern and bold - and comes in a palette of bright colours.
The entire collection is manufactured in Hong Kong - another decision that was prompted by necessity, Ebbing said.
"Our first range was manufactured in New Zealand but we had several complications. To get access to top patternmakers, fabrics and factories, we've had no choice but to go offshore."
Eventually looking to secure worldwide distribution, Ebbing said the brand has been trademarked internationally and is currently looking for an investor within the Australian market.
HotMilk will make its official launch here in March.